Unlocking Nonprofit Insights: How the Candid Demographics Connector Empowers Your Salesforce Strategy

In the nonprofit sector, data isn’t just numbers—it’s the key to impact. Understanding who you serve, where funding gaps exist, and how to build equitable programs requires access to accurate, up-to-date demographic information. However, nonprofits have traditionally faced a major hurdle: demographic data has been difficult to collect, maintain, and integrate into existing systems.

That’s where the Candid Demographics Connector for Salesforce, powered by ImagineCRM, comes in.

This free tool bridges the gap, allowing nonprofits to pull critical demographic data directly into Salesforce—automatically, accurately, and at scale.

If you missed our recent webinar featuring Hannah Kahn, here’s what you need to know about why this tool is a game-changer for nonprofit strategy and how you can start leveraging it today.

Why Demographic Data Matters More Than Ever

The demand for demographic transparency has grown exponentially in recent years. Funders are prioritizing equity in their giving strategies, requiring nonprofits to report on board diversity, leadership representation, and the communities they serve. But without a streamlined way to collect this data, many organizations struggle to meet funders’ expectations.

The numbers tell the story:

• Over 78,000 nonprofits have already shared their demographic data through Candid.

• More than 1,000 new organizations are adding data every month.

• Funders are actively using this data to inform grant decisions.

For grantmakers, this means that having access to accurate, up-to-date demographic insights isn’t optional—it’s essential.

What the Candid Demographics Connector Does for You

ImagineCRM and Candid partnered to develop a seamless solution: a Salesforce-managed package that gives nonprofits free access to demographic data directly within their Salesforce instance.

Here’s what it enables you to do:

✅ Access real-time demographic data from Candid’s nonprofit database without manual data entry.

✅ Automate data syncing to keep nonprofit profiles up to date.

✅ Use pre-built reports and dashboards to analyze trends and inform strategy.

✅ Save time on data collection and reporting, allowing teams to focus on impact instead of admin work.

For nonprofits, this means an instant reduction in administrative burden while gaining the insights needed to meet funder requirements, track representation, and benchmark against the sector.

How Nonprofits Can Use These Insights

By integrating demographic data into Salesforce, nonprofits can:

🔹 Strengthen funding proposals – With demographic insights at your fingertips, you can demonstrate how your organization aligns with funders’ priorities.

🔹 Identify representation gaps – Track leadership diversity and board composition over time, making informed decisions about governance and recruitment.

🔹 Streamline grant reporting – Instead of scrambling for demographic data at the last minute, have it automatically updated within Salesforce.

🔹 Compare against sector benchmarks – With access to over 78,000 nonprofit profiles, organizations can see how their demographics align with the broader sector.

💡 Want to see it in action? Watch the recording here and start making data work for your mission today.

Now we move on to our FAQ from our live webinar:

1. Can we access other parts of the Candid profile, such as financials?

Answer:

Yes, ImagineCRM has a paid version of the API connector that provides access to the full suite of Candid APIs, including financial data. The free connector focuses on demographic data, but if organizations are interested in accessing financial trends analysis, total revenue, total assets, total giving, or other financial insights, they can explore ImagineCRM’s premium integration.

2. Does the demographic data include geography served and leadership/board composition?

Answer:

• Geography Served? No, the connector only pulls the location of the nonprofit’s headquarters, not the geographic areas they serve.

• Leadership/Board Composition? Yes, the connector includes leadership and board demographics, as long as those details have been reported by the nonprofit.

3. We already have a custom integration pulling in Charity Check data. Can this interact with that?

Answer:
The Candid Demographics Connector exists separately as a managed package and does not directly integrate with other custom-built solutions. However, since it uses EIN matching, users can map it within their Salesforce layout (e.g., linking it at the account or opportunity level) to complement existing data.

4. How often does the data sync? Can it be automated?

Answer:

• The data can be synced manually at any time.

• Users can also set up a flow in Salesforce to sync the data on a regular cadence (e.g., weekly or monthly).

• Updates happen in near real-time, meaning whenever a nonprofit updates its Candid profile, the latest data is available instantly when a sync is triggered.

5. What percentage of nonprofits have completed their Candid profile?

Answer:

• There are 1.8 million nonprofits in the U.S.

• 78,000+ nonprofits have shared their demographic data.

• Over 113,000 nonprofits have claimed a Candid Seal of Transparency.

• 1,000 new organizations are updating their demographic data every month.

6. Does the demographic data only populate for organizations in my Salesforce, or does it give access to all nonprofits in Candid?

Answer:
The connector only populates data for organizations that exist in your Salesforce instance and matches them via EIN (Employer Identification Number). It does not provide full access to Candid’s entire nonprofit database.

7. Do we need a Premier API subscription to use the connector?

Answer:
No, this free connector uses the Candid Demographics API, which does not require a paid subscription. The Premier API (a paid product) includes more extensive data but is not required for this integration.

8. Can this data sync with existing Salesforce account records using EIN or Unique ID?

Answer:
Yes, the Candid Demographics Connector matches organizations using EIN. However, users may need to create custom automation to sync it with existing custom objects or fields in their Salesforce setup.

9. Can we install the package in a Salesforce sandbox before production?

Answer:
Yes, users can install the connector in a sandbox environment first, test it, and then move it to production. There are no API call limits, so users can refresh the data as often as needed.

10. Is this tool always going to be free?

Answer:
Yes, Candid has committed to keeping demographic data free. The connector itself will remain free, but other Candid data products may have paid tiers.

11. Where can we get support for installation or troubleshooting?

Answer:

• For connector installation or technical support: Contact partnerships@candid.org